Over the last year, global sports governance has been under the media spotlight like never before, engulfed in a crisis that presents its most serious challenge yet. China's digital sports marketing industry may have a role to play in the recovery, showing or even leading the way forward.
In the Chinese language, the word "crisis" is composed of two characters, one representing danger, and the other opportunity.
Sir Martin Sorrell, CEO of advertising and marketing services giant WPP, referred to this while highlighting the breakdown in confidence that world sports leadership is suffering during his keynote address at the top-tier SportAccord Convention, in Lausanne, Switzerland on April 20.
A torrent of negativity has been triggered by escalating doping scandals, alleged match fixing or manipulation of results, corruption and the engagement of the FBI and US justice system, with the ensuing arrest and imprisonment of numerous sports leaders.
Sorrell is acutely aware of the commercial impact. He said the International Association of Athletics Federations is facing issues with adidas, and FIFA faces issues finding sponsors for the World Cups in 2018 and 2022. He added that there is now a serious trust deficit, and that transparency and accountability are essential ingredients of a reform program that must embrace new ideas and new people.
"The challenge is to adapt or die, or on a more positive note, adapt and thrive," Sorrell said.
One point he made was that younger generations are extremely sensitive to issues involving trust.
"Centennials [born 1998 onward], and Millennials [born 1987 onward] require organizations they support to be purpose-driven, genuine and authentic. The Millennial generation regards corporate initiatives as mere spin, or greenwashing. Unless actions are aligned with words, an organization's purpose is meaningless to them. They have a lower tolerance for scandal, less loyalty, and many more options."
Talks at the convention revealed just how much digital media can play an important role in rebuilding trust with fans through communication strategies, and how data and insight can be used to engage fans and attract sponsors.
China already scores huge numbers in this field.
A presentation by Sina Sport's Sam Li, Head of Content Acquisition and Strategic Partnerships, revealed the huge scope of its engagement with sports fans in China. The Sina Weibo "Pro Talk" platform already connects more than 1,000 athletes with an audience of more than 100 million. "We want to be recognized as a sports specialist, rather than just a sports media specialist," Li said.
Speaking from the sidelines in Lausanne, Yiannis Exarchos, CEO of Olympic Broadcasting Services, told me China has forged ahead of the rest of the world, in terms of sports fan engagement with digital media.
"China is effectively leapfrogging us with digital communications," Exarchos said. "It is undergoing a digital revolution, especially with sports. The engagement is big time. The government, which was previously so careful and restrictive, is now encouraging and endorsing a lot of digital activity. Tencent, LeSports, Alibaba (AliSports), and Sina have become huge players, so it's not just CCTV and digital TV anymore. These companies are acquiring digital rights, and creating social media activity."
China was well-represented by digital sports marketing and media at the convention. Yutang Sports, Tencent and AliSports sent delegates, and the Beijing Olympic City Development Association and global supplier Taishan Sports Industry Group both had booths. Executives from Beijing 2022 were in attendance, and the International Ice Dragon Boat Federation was there to espouse its willingness to back wider efforts to drive 300 million in China toward winter sports participation.
The author is a London-based writer. jpowell8888@gmail.com